1 E-Business Promoting Our Site Improving and Analyzing Our Site.

11

E-BusinessE-Business

Promoting Our SitePromoting Our SiteImproving and Analyzing Our SiteImproving and Analyzing Our Site

22

OverviewOverview Promoting our sitePromoting our site

• the target audiencethe target audience• promotional and advertising promotional and advertising

opportunities onlineopportunities online• internet search enginesinternet search engines

Improving and analyzing our siteImproving and analyzing our site• pre-grand opening check listpre-grand opening check list• soliciting comments and feedback from soliciting comments and feedback from

visitorsvisitors• keeping the content freshkeeping the content fresh

33

Web-page design is a crucial part of Web-page design is a crucial part of the online business. However, if the online business. However, if potential customers cannot find us, potential customers cannot find us, or do not know our business exists, or do not know our business exists, chances of success are not high. chances of success are not high.

As the online online business is not As the online online business is not different for a traditional business, different for a traditional business, marketing, advertising, and public marketing, advertising, and public relationsrelations play major roles in the play major roles in the overall success.overall success.

Promoting our sitePromoting our site

44

As we are developing the website, we can As we are developing the website, we can start thinking about our marketing start thinking about our marketing strategy, and focus on determining strategy, and focus on determining who who our target audience isour target audience is and the ways we and the ways we can effectively reach that audience. can effectively reach that audience.

For example, if we are selling designer For example, if we are selling designer handbags for women online, attracting handbags for women online, attracting teenage boys who have no credit card or teenage boys who have no credit card or interest in our product would be pointless.interest in our product would be pointless.

The target audienceThe target audience

55

A target audience can be any A target audience can be any group of group of people with a specificpeople with a specific need or need or desire to desire to have our producthave our product or service. For example, or service. For example, the audience may consist primarily of:the audience may consist primarily of:

• MalesMales• FemalesFemales• Adults (ages 18-49)Adults (ages 18-49)• Teens (ages 14-17)Teens (ages 14-17)• Married couplesMarried couples• SinglesSingles• SeniorsSeniors

Defining the targetDefining the target

66

• People with specific interest or hobbyPeople with specific interest or hobby• High-income professionalsHigh-income professionals• HomemakersHomemakers• Home-office workersHome-office workers• People with a specific careerPeople with a specific career• People with some type of physical disabilityPeople with some type of physical disability• Any other group of people we can define and Any other group of people we can define and

reach through a targeted marketing, reach through a targeted marketing, advertising, or public relations effortadvertising, or public relations effort


77

Once we have determined who our target Once we have determined who our target audience is, we need to decide exactly what audience is, we need to decide exactly what message we are hoping to get across to them.message we are hoping to get across to them.

Are we solving a problem? Offering a benefit? Will Are we solving a problem? Offering a benefit? Will our target audience save time or money using our our target audience save time or money using our product? product?

We need to We need to know what feature of our productknow what feature of our product our our audience will be audience will be most interested inmost interested in, and then , and then develop a marketing message which will catch develop a marketing message which will catch their attention.their attention.

Next, we need to Next, we need to discover the best ways to reach discover the best ways to reach themthem and communicate the message. We can and communicate the message. We can consider whether our audience tend to visit consider whether our audience tend to visit specific web sites, read certain magazines, attend specific web sites, read certain magazines, attend particular events, or have well-defined habits. particular events, or have well-defined habits.


88

In addition, we need to In addition, we need to be familiar withbe familiar with the the basics of how various basics of how various media outletsmedia outlets work work and the benefits of advertising on them. and the benefits of advertising on them. These include: online advertising, e-mail, These include: online advertising, e-mail, television, radio, newspapers, magazines, television, radio, newspapers, magazines, direct mail, billboards, public relations.direct mail, billboards, public relations.

Using Using search enginessearch engines and Web directories, and Web directories, such as Google and Yahoo, as a marketing such as Google and Yahoo, as a marketing tool is critical. We will later discuss the tool is critical. We will later discuss the ways to use these powerful tools to reach ways to use these powerful tools to reach our target audience inexpensively. our target audience inexpensively.

Reaching our targetReaching our target

99

The Internet provides a variety of promotional The Internet provides a variety of promotional opportunities which we can use to target opportunities which we can use to target groups of very specific demographic groups of very specific demographic audiences, depending on our needs.audiences, depending on our needs.

Advertising Age is a top magazine in the Advertising Age is a top magazine in the advertising industry. It offers an online edition advertising industry. It offers an online edition featuring news and articles of interest to featuring news and articles of interest to anyone involved with online advertising. The anyone involved with online advertising. The online edition can be accessed at online edition can be accessed at www.adage.comwww.adage.com

Promotional and advertising Promotional and advertising opportunities onlineopportunities online

1010

The The online promotional and advertising online promotional and advertising opportunitiesopportunities available include: available include:• Search enginesSearch engines• Search marketing/keyword advertisingSearch marketing/keyword advertising• Purchasing banner-ad spacePurchasing banner-ad space• Internet newsgroupsInternet newsgroups• Internet mailing listsInternet mailing lists• Electronic press-release distributionElectronic press-release distribution• Publishing an online newsletterPublishing an online newsletter• BloggingBlogging• Sending e-mail to an opt-in listSending e-mail to an opt-in list• Distributing online couponsDistributing online coupons• Creating “viral marketing” (creative Flash Creating “viral marketing” (creative Flash

cartoon can be sent from person to person via cartoon can be sent from person to person via e-mail, and work well. Ex. e-mail, and work well. Ex. www.jibjab.comwww.jibjab.com))

Promotional and advertising Promotional and advertising opportunities onlineopportunities online

1111

Newsgroups are popular forums for computer Newsgroups are popular forums for computer users to communicate on the Internet. users to communicate on the Internet.

Newsgroups can provide promotional Newsgroups can provide promotional opportunities for our online business. An Internet opportunities for our online business. An Internet newsgroup is very similar to a public bulletin newsgroup is very similar to a public bulletin board or discussion group that focuses on a board or discussion group that focuses on a specific topic or a caters to a particular audience. specific topic or a caters to a particular audience.

Because of that, becoming an active participant Because of that, becoming an active participant in newsgroups will allow us to reach potential in newsgroups will allow us to reach potential customers with specific interests. customers with specific interests.

Internet newsgroupsInternet newsgroups

1212

To effectively use newsgroups, it is important To effectively use newsgroups, it is important to consider netiquette and to consider netiquette and avoidavoid posting posting messages in the interactive discussion that messages in the interactive discussion that are are blatant ads for our productblatant ads for our product or service. or service. Instead, by becoming active in the Instead, by becoming active in the conversation, we can mention our online conversation, we can mention our online business as a resource and answer questions business as a resource and answer questions from others.from others.

To obtain a complete listing of Internet To obtain a complete listing of Internet newsgroups, we can visit newsgroups, we can visit www.cyberfiber.comwww.cyberfiber.com or use the newsreader or use the newsreader software provided by our ISP.software provided by our ISP.

Internet newsgroupsInternet newsgroups

1313

Internet mailing lists are similar to newsgroups, Internet mailing lists are similar to newsgroups, except that messages posted to a mailing list except that messages posted to a mailing list are automatically sent to an e-mail inbox. are automatically sent to an e-mail inbox. Internet mailing lists involve groups of people Internet mailing lists involve groups of people discussing one of their favorite topics via e-mail. discussing one of their favorite topics via e-mail.

If we are interested in establishing an Internet If we are interested in establishing an Internet mailing list to communicate with clients, there mailing list to communicate with clients, there are several free or inexpensive services for that. are several free or inexpensive services for that. For example, Yahoo Groups (For example, Yahoo Groups (http://groups.yahoo.comhttp://groups.yahoo.com) hosts alumni groups, ) hosts alumni groups, support groups, plus groups for sports fans, support groups, plus groups for sports fans, small-business operators, and thousands of small-business operators, and thousands of other organizations and interests. other organizations and interests.

Internet mailing listsInternet mailing lists

1414

For a monthly fee starting at $19.95 Microsoft For a monthly fee starting at $19.95 Microsoft offers its List Builder service to small-business offers its List Builder service to small-business operators (operators (www.microsoft.com/smallbusiness/online/email-www.microsoft.com/smallbusiness/online/email-marketing/list-builder/detail.mspxmarketing/list-builder/detail.mspx). Using this service, we can establish and ). Using this service, we can establish and manage an “opt-in” Internet mailing list. Many manage an “opt-in” Internet mailing list. Many ISPs and website-hosting companies offer ISPs and website-hosting companies offer similar, but more economical, e-mail lists to similar, but more economical, e-mail lists to online business operators.online business operators.

An opt-in e-mail list is different from sending An opt-in e-mail list is different from sending spam, because the people on that list have spam, because the people on that list have requested to be on it (e.g. have an interest in requested to be on it (e.g. have an interest in the particular product/industry). the particular product/industry).


1515

Many websites allow visitors to sign up, or Many websites allow visitors to sign up, or subscribe, to a free newsletter or to receive subscribe, to a free newsletter or to receive online promotions via e-mail. When someone online promotions via e-mail. When someone provides their e-mail address in order to be provides their e-mail address in order to be included (opt-in), included (opt-in), they are requesting the they are requesting the information to be e-mailed to theminformation to be e-mailed to them. When the . When the user no longer wishes to receive the user no longer wishes to receive the information , they can opt-out, or unsubscribe information , they can opt-out, or unsubscribe from the list. from the list.

Spam is when unsolicited e-mail is sent to Spam is when unsolicited e-mail is sent to hundreds or thousands of people. hundreds or thousands of people.


1616

As an online business operator, we can As an online business operator, we can communicate with our customers, or anyone else communicate with our customers, or anyone else using a one-way Internet mailing list. It will allow using a one-way Internet mailing list. It will allow us to broadcast newsletters, online fliers, or us to broadcast newsletters, online fliers, or other information the receivers are interested in. other information the receivers are interested in.

Creating an online mailing list and Creating an online mailing list and communicating with customers or potential communicating with customers or potential customers via e-mail can be powerful way of customers via e-mail can be powerful way of generating business, provided that the people we generating business, provided that the people we are distributing our information to have are distributing our information to have requested it, and we are requested it, and we are offering them offering them somethingsomething they would consider to be they would consider to be of valueof value or or of interest.of interest.


1717

There are several ways online businesses can There are several ways online businesses can distribute information to a large group of distribute information to a large group of people on the Internet. These include:people on the Internet. These include:

• E-mailing a company E-mailing a company newsletternewsletter to our customer to our customer basebase

• Sending Sending new product announcementsnew product announcements or online or online couponscoupons to existing customers to existing customers

• Distributing Distributing press releasespress releases to important media to important media contactscontacts

• Building a mailing list of visitors to our site and e-Building a mailing list of visitors to our site and e-mailing them mailing them special offersspecial offers

• Providing Providing additional product informationadditional product information to our to our customers via e-mail. customers via e-mail.


1818

The concept of instantly sending thousands The concept of instantly sending thousands or millions of promotional e-mail messages or millions of promotional e-mail messages to people on the Internet is very appealing to people on the Internet is very appealing because the cost associated with this because the cost associated with this mailing is very low. mailing is very low.

However, we should However, we should avoid using spamavoid using spam, as it , as it will annoy the receivers. It will also cause will annoy the receivers. It will also cause them to associate our company with them to associate our company with offensive content, pyramid schemes, or offensive content, pyramid schemes, or scams. This will hurt our brand, and scams. This will hurt our brand, and ultimately our sales. ultimately our sales.


1919

Banner ads are display ads, often animated, which Banner ads are display ads, often animated, which are placed on other Web pages and can are placed on other Web pages and can act as links act as links to our siteto our site. Banner advertising can be used to . Banner advertising can be used to enhance name, product, or brand recognition, or to enhance name, product, or brand recognition, or to lead potential customers to our site.lead potential customers to our site.

Online advertising is different from other forms of Online advertising is different from other forms of advertising, such as billboards and ads on TV, in advertising, such as billboards and ads on TV, in print, or on the radio, as print, or on the radio, as the people seeing the adthe people seeing the ad can respond instantly. can respond instantly.

Another distinct advantage to online advertising is Another distinct advantage to online advertising is that it that it works 24 hours a dayworks 24 hours a day, and ad campaigns can , and ad campaigns can be launched, modified or stopped almost instantly. be launched, modified or stopped almost instantly. This gives the advertiser total control over when and This gives the advertiser total control over when and where the public sees the ad. where the public sees the ad.

More on banner advertisingMore on banner advertising

2020

The first step to using banner advertising is to The first step to using banner advertising is to develop our advertising message and determine the develop our advertising message and determine the specific audience we would like to target. specific audience we would like to target.

For a banner ad to help us generate business, it has For a banner ad to help us generate business, it has to be catchy. Its job, just like a traditional print ad, is to be catchy. Its job, just like a traditional print ad, is to to capture the attentioncapture the attention of the readers and in our of the readers and in our case case encourage them to clickencourage them to click on the ad in order to on the ad in order to visit our site. visit our site.

Although from a creative standpoint it is easy to Although from a creative standpoint it is easy to develop a flashy in-your-face banner ad, research has develop a flashy in-your-face banner ad, research has shown that the shown that the simplest banner-ad messagessimplest banner-ad messages often often have the greatest impacthave the greatest impact on viewers. on viewers.


2121

Next, Next, only a small portion of the viewersonly a small portion of the viewers who who actually see the ad actually see the ad are going to use itare going to use it as a as a link to access our site. Research shows that link to access our site. Research shows that on average, only about on average, only about 2.5 to 3.5%2.5 to 3.5% of the of the people who see a banner ad will respond by people who see a banner ad will respond by clicking on it. clicking on it.

Therefore, many online business operators Therefore, many online business operators are spending their advertising budget on are spending their advertising budget on other advertising and marketing techniques other advertising and marketing techniques or use banner advertising as just a small or use banner advertising as just a small piece of their overall advertising campaign piece of their overall advertising campaign and marketing plan. and marketing plan.


2222

Ad placement is another key issue. The position on Ad placement is another key issue. The position on the page and the size of the ad definitely have an the page and the size of the ad definitely have an impact on response rates. impact on response rates.

As soon as our ad goes online, we can begin As soon as our ad goes online, we can begin measuring how many exposures our ad receives and measuring how many exposures our ad receives and how many people visit our site as a result of seeing how many people visit our site as a result of seeing our banner ad (click-through-rate). Based on this our banner ad (click-through-rate). Based on this information, we can fine-tune our ad message or alter information, we can fine-tune our ad message or alter the placement of our banner ads to reach a more the placement of our banner ads to reach a more targeted audience. This strategy also holds true for targeted audience. This strategy also holds true for search-marketing techniques (we will discuss later).search-marketing techniques (we will discuss later).

The cost of banner advertising varies from a few The cost of banner advertising varies from a few cents per day to thousands of dollars per day, cents per day to thousands of dollars per day, depending on the popularity of the sites where we are depending on the popularity of the sites where we are advertising. Rates are usually based on the number of advertising. Rates are usually based on the number of impressions our banner ad receives, or the length of impressions our banner ad receives, or the length of time it is displayed on a website. time it is displayed on a website.


2323

Another way to take advantage of banner Another way to take advantage of banner advertisement is to advertisement is to trade banner-ad spacetrade banner-ad space with otherwith other commercial or noncommercial commercial or noncommercial websiteswebsites. This means that we offer . This means that we offer another company website banner-ad another company website banner-ad space on our site in exchange for ad space space on our site in exchange for ad space on their site. on their site.

Some banner-exchange services are: Some banner-exchange services are: 123banner.com, click4click.com, 123banner.com, click4click.com, exchange-it.com, linkshare.com.exchange-it.com, linkshare.com.

Banner ad tradesBanner ad trades

2424

A press release is a document about our company A press release is a document about our company which is designed to make a newsworthy which is designed to make a newsworthy announcement to the media.announcement to the media.

A press release is a key tool for public relations A press release is a key tool for public relations professionals. This type of document has a highly professionals. This type of document has a highly defined style and format, and answers the basic defined style and format, and answers the basic questions on the minds of reporters who might be questions on the minds of reporters who might be interested in reporting on the topic of our press interested in reporting on the topic of our press release. release.

We can also hire a traditional public relations firm, an We can also hire a traditional public relations firm, an online-based press release (such as pressflash.com), online-based press release (such as pressflash.com), or a public relations consultant to write and distribute or a public relations consultant to write and distribute our press releases for a fee. our press releases for a fee.

Press-release distributionPress-release distribution

2525

The press releases can be distributed to the media The press releases can be distributed to the media (such as newspapers, magazines, radio news outlets, (such as newspapers, magazines, radio news outlets, television news outlets, other webmasters, and television news outlets, other webmasters, and online publications) via U.S. mail, fax or e-mail. Once online publications) via U.S. mail, fax or e-mail. Once we have a press release announcing our business (or we have a press release announcing our business (or some other newsworthy event relating to our some other newsworthy event relating to our business), our goal is to get it into the hands of the business), our goal is to get it into the hands of the editors, reporters, and journalists responsible for editors, reporters, and journalists responsible for covering our industry or type of business. We can do covering our industry or type of business. We can do this by manually gathering our own media contact this by manually gathering our own media contact list by reading bylines in newspapers and magazines, list by reading bylines in newspapers and magazines, or by purchasing a media directory. or by purchasing a media directory.

Whenever we distribute a press release we can also Whenever we distribute a press release we can also post the release on our website, for ex. under post the release on our website, for ex. under “Corporate Information” or “Company Background”.“Corporate Information” or “Company Background”.


2626

Broadcast Interview Source (expertclick.com) Broadcast Interview Source (expertclick.com) publishes a variety of publishes a variety of media directoriesmedia directories that that list contact information of writers, reporters, list contact information of writers, reporters, producers, editors and radio/television hosts.producers, editors and radio/television hosts.

The gebbie Press’s All-In-One Directory The gebbie Press’s All-In-One Directory (gebbieinc.com) lists contact information for (gebbieinc.com) lists contact information for more than 25,000 media people from TV, more than 25,000 media people from TV, radio, newspapers, magazines, African-radio, newspapers, magazines, African-American and Hispanic media, news American and Hispanic media, news syndicates, networks, etc. syndicates, networks, etc.

Media outlets to send our press releases to Media outlets to send our press releases to include:include:


2727

• Television shows (especially the ones which cover Television shows (especially the ones which cover our industry)our industry)

• Talk radio and news stationsTalk radio and news stations• NewspapersNewspapers• MagazinesMagazines• Trade journalsTrade journals• NewslettersNewsletters• Online publications (including blogs)Online publications (including blogs)• The webmasters at sites which cater to our target The webmasters at sites which cater to our target

market’s area of interestmarket’s area of interest• Special-interest groups or clubsSpecial-interest groups or clubs

Clearly, we need to list the URL for our online Clearly, we need to list the URL for our online business in our press release. business in our press release.


2828

Millions of everyday people are Web users. So Millions of everyday people are Web users. So it makes perfect sense to promote our website it makes perfect sense to promote our website using traditional advertising. using traditional advertising.

Traditional advertisingTraditional advertising vehicles also include vehicles also include newspapers, magazines, radio, network newspapers, magazines, radio, network television, cable television, syndicated television, cable television, syndicated television, billboards,in-theater advertising, television, billboards,in-theater advertising, direct mail, trade shows, etc. direct mail, trade shows, etc.

One inexpensive way to tap the power of One inexpensive way to tap the power of traditional print advertising is to run an ad in a traditional print advertising is to run an ad in a special-interest magazine or newsletter which special-interest magazine or newsletter which caters specifically to the target audience we caters specifically to the target audience we need to reach. need to reach.

Traditional advertisingTraditional advertising

2929

For example, For example,

Traditional advertisingTraditional advertising

* NOTE: slides to be added before the class

1 E-Business Promoting Our Site Improving and Analyzing Our Site.

Documents

online advertising

online online business

targeta target audience

benefits of advertising

advertising age

advertising industry

online edition

specific need